New Balance and JD Sports Launch Exclusive 9060

Kuala Lumpur, 31 January 2024 – In celebration of the launch of the new colourways of the New Balance 9060 at JD Sports, New Balance has combined the worlds of sport and culture with a standout product-focused campaign featuring talent at the top of their game from across the globe.

The campaign shines the spotlight on Cat Burns, A.Girl, and Trayvon Bromell, and elevates the 9060 across JD and talent channels. The multi-channel campaign positions the 9060 as a pinnacle fashion-led shoe and a modern collegiate staple to the JD Sports consumer across the globe.

• Cat Burns is one of the most exciting new voices to emerge from the UK in recent years. The singer, songwriter, and former BRIT school student went from busking on the Southbank to becoming a viral TikTok artist in lockdown, rapidly amassing millions of followers on her channels. An astounding vocal talent and an incredibly gifted songwriter Cat offers acute observations on life and love with a fresh perspective that resonates universally with youth culture.
• Trayvon Bromell is one of the top sprinters in the world competing in the 2016 and 2020 Olympic games. He is the first high school athlete to break ten seconds in the 100 meters becoming the first US teenager to qualify for the world championships. He has never stopped pushing and never listened to those doubting his success. He has fought through multiple injuries and surgeries and never let those affect his positive outlook.
• Born and bred in Western Sydney and of proud Māori descent, A.GIRL has been taking Australia’s R&B and hip-hop scene by storm. At the age of 23, the singer, songwriter, and rapper has already snagged an FBi SMAC Award for Next Big Thing, performing at several major festivals and events across Australia. She has given an acclaimed performance on triple j’s Bars of Steel, and most recently, established herself as the face of New Balance at JD Sports in Australia.

Beautifully crafted campaign assets are supported by interactive in-store elements and activation(s) to engage JD’s New Balance 9060 consumers in the real world.

The 9060 reinterprets familiar elements sourced from classic 99X models with a warped sensibility inspired by the proudly futuristic, visible tech aesthetic of the Y2K era. Sway bars, derived from the 990, are expanded and utilized throughout the entire upper for a sense of visible motion, while wavy lines and scaled-up proportions on a sculpted pod midsole place an exaggerated emphasis on the familiar cushioning platforms of ABZORB and SBS.

The exclusive 9060 (U9060JAM; U9060JBM; U9060JGO – contains pigskin) will be available at New Balance’s Pavilion KL, Mid Valley and Sunway Pyramid outlet, and JD Online at www.jdsports.my beginning on 5 February 2024, with suggested retail pricing of RM 709.00.